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Transcript of 03 ECS Lect ECommerce Infrastructure
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COMP 6350 eCommerce Systems
Alexander Nikov
3. eCommerce Infrastructure
3-2
Teaching Objectives
Discuss the origins of the Internet.
Identify the key technology concepts behind the Internet.
Describe the role of Internet protocols and utility programs.
Explain the current structure of the Internet.
Explain the limitations of todays Internet.
Describe the potential capabilities of Internet II.
Explain how the World Wide Web works.
Describe how Internet and Web features and servicessupport eCommerce.
Explain the impact of mCommerce applications
Augment My RealityClass Discussion
Have you used any augmented reality
applications such as Wikitude.me? If so, has it
been useful; if not, is it a service that seemsinteresting? Why or why not?
Are there any privacy issues raised by geo-
tagging?
What are the potential benefits to consumers and
firms of mobile services? Are there any
disadvantages?What revenue models could work for providers of
mobile services such as Layar?3-3
Outline
1.The Internet: Technology Background
2. The Internet Today
3. Internet II: The Future Infrastructure4. The Web
5. The Internet and the Web: Features and services
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The Internet: Technology Background
Internet
Interconnected network of thousands of networks and millions of
computers
Links businesses, educational institutions, government agencies, and
individuals
World Wide Web (Web)
One of the Internets most popular services
Provides access to around billions, possibly trillions, of Web pages
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The eCommerce inf rastructure
E-commerce applicationWeb application
World Wide Web
Internet
Data communication network
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1.1. The Evolution of the Internet
1961The Present
Innovation Phase, 19641974
Creation of fundamental building blocks
Institutionalization Phase, 19751994
Large institutions provide funding and legitimization
Commercialization Phase,1995present
Private corporations take over, expand Internet backbone and
local service
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A messages packets can fol low different paths
Router 3
Router 4
Router 6
Router 7 Router 9
Router 8Router 1
Router 2
Router 4 Router 5
Router 5Router 5
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Packets and Internet Protocols
Protocols are pieces of software that run on every node or computer and
allow every pair of computers to communicate directly without having toknow much about each other, except for the IP address
Protocols govern communication between peer processes on different
systems
Differing client browser and Web server
Protocols used in connection with the Internet include many functions
and the TCP/IP protocol suite
1.2.2 TCP/IP
Transmission Control Protocol (TCP):
Establishes connections between sending andreceiving Web computers
Handles assembly of packets at point oftransmission, and reassembly at receiving end
Internet Protocol (IP):
Provides the Internets addressing scheme
Four TCP/IP Layers
1. Network Interface Layer
2. Internet Layer
3. Transport Layer
4. Application Layer
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The TCP/IP model.
Application layer
Transport layer
Internet layer
Network access layer
The top two layers work with
the message.
The bottom two layers work with
packets and control the network.
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The TCP/IP Architecture and Protocol Suite
Figure 3.4,Page 129
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Appl icat ion Layer
Communicates with the actual application in use
Standards at the application layer specify how two application programsshould communicate
The main standard hypertext transfer protocol (HTTP)
Hypertext markup language (HTML) is a standard set of codes
representing text or graphics
The application layer is where the user begins to do something useful
Simple network management protocol (SNMP) is a protocol that controls
network devices at the application layer
Domain naming service (DNS) is software that converts IP addresses
into easy-to-remember names for the user
The application layer protocols support
application programs.
Application layer
Transport layer
Internet layer
Network access layer
FTP
POP
telnet
SNMP
http SMTP
Other DNS
From application program
To transport layer
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Some common application layer protocols.
AcronymFTP
HTTP
POP
SMTP
SNMP
Telnet
Hypertext transfer protocol
File transfer protocolName
Post office protocol
Simple mail transfer
protocol
Simple network
management protocol
Terminal emulation
protocol
Send an e-mail message from the originator's
computer to the recipient's mail server.
FunctionDownload a file from or upload a file to
another computer.
Request and download a web page. HTTP is
the standard Web surfing protocol.
Deliver accumulated mail from a mail server
to the recipient's computer.
Monitor the activity of a network's hardware
and software components.
Log into a remote computer. System operators
use telnet to remotely control a server.
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The application layer FTP protocol adds a
header.
FTP requestFTP
header
FTP requestApplication program
Application layer
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Presentation and Session Layers
Presentation Layer
The networks translator
Converts data into a format for networktransmission and converts incoming data into aformat the receiving application can understand
Session Layer
Facilitates a session between two parties tocommunicate across a network
Keeps track of the status of the exchange andensures that only designated parties are allowed toparticipate
Enforces security protocols
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Transport Layer
Manages the transmission or flow of data between two computers or
across a network
Manages the data flow is by segmenting data into multiple packets
Acknowledges successful transmissions and requests retransmission if
packets are damaged or arrive in error
Breaks the connection when transmission ends
Standard for the transport layer is the transmission control protocol
(TCP)
The next layer down is the transport layer.
Application layer
Transport layer
Internet layer
Network access layer
TCP
Other
transport
protocol
From application layer
To Internet layer
The transport layer usually uses the TCP protocol.
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TCP adds its own header.
TCP
headerFTP request
FTP
header
FTP requestFTP
header
FTP requestApplication program
Application layer
Transport layer
(each packet)
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Network (Internet) Layer
Routes messages across multiple nodes
Handles network congestion
Standard for routing packets is the Internet Protocol (IP)
Resends lost packets automatically
Defines how data are subdivided into packets
The Internet layer uses the Internet protocol (IP)
Application layer
Transport layer
Internet layer
Network access layer
IP
From transport layer
To network access layer
ARP
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IP adds its own header.
FTP requestFTPheader
TCPheader
IPheader
TCP
headerFTP request
FTP
header
FTP requestFTP
header
FTP requestApplication program
Application layer
Transport layer
(each packet)
Internet layer(each packet)
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Data Link Layer
The basement of the Internet
Messages at the data link layer are called data frames thebasic unit of Internet traffic
Another way of sending packets is over an Ethernet
Framing and error detection are handled automatically byEthernet hardware
Ethernet broadcasts a message to all the computerslinked to it, but only the computer with the right address
broadcasts an answer
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Physical Layer
Lowest layer in the journey of a message from source to
destination
Converts bits into signals for outgoing messages and
signals into bits for incoming messages
The network
access layer
adds another
header.
FTP requestFTP
header
TCP
header
IP
header
TCP
headerFTP request
FTP
header
FTP requestFTP
header
FTP requestApplication program
Application layer
Transport layer
(each packet)
Internet layer
(each packet)
FTP requestFTPheader
TCPheader
IPheader
Networkheader
Network access
layer
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1.2.3 Internet (IP) Addresses
A Web sites address includes the name of the host computers link the
Web site resides on
Each host is identified by a unique host number (called an IP address)
and by a name that is easier to remember than the number
IPv4:
32-bit number
Expressed as series of four sets of separate numbers marked off by
periods
201.61.186.227
Class C address: Network identified by first three sets, computer
identified by last set
IPv6:
128-bit addresses, able to handle up to 1 quadrillion addresses
(IPv4 can only handle 4 billion)
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1.2.4 Domain Names, DNS, and URLs
Domain Name
IP address expressed in natural language
Domain Name System (DNS)
Allows numeric IP addresses to be expressed in natural
language
Uniform Resource Locator (URL)
Address used by Web browser to identify location of content on
the Web
E.g., http://www.azimuth-interactive.com/flash_test
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How to Pick a Domain Name
Pointer for picking domain names
If you sell bricks, pick a domain name containing a word like brick
Consider name length and ease of remembering the name
Hyphens to force search engines to see keywords in your domain
name
Make sure the domain name is easy for Web users to remember and
find
The domain name should suggest the nature of your product or
service
The domain name should serve as a trademark The domain name should be free of legal conflicts
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How to Register a Domain Name
Check if the domain name you propose has been taken
www.FasterWhois.com
One of the most popular and reliable registration sites is
www.internic.net/alpha.html
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Host Naming
A host name is an Internet address consisting of text labels
separated by dots
Host name is people friendly
Host names used instead of IP addresses or host numbers
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Networks and Numbers
Host number divided into two parts
Network part - 2 octets
Local part - 2 octets
University of Virginia host number
191 . 170 . 64 . 12
network localpart part
All UVa addresses begin with 191 . 170 64 identifies a subnet at UVa
12 is the machine on the subnet
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Networks and Sizes
Networks are classified in three sizes:
Class A (large)
Class B (medium)
Class C (small)
Class D is a multicast network
The initial bits of the IP address tells the size of the network
host
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IP Address Classes
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Zones and Domain Names
An Internet name is decoded from right to left
Zone name is the last (rightmost) part of a domain name preceded by adot, specifying the type of domain name
Zones are classified in two ways:
Three-letter zone names
Two-letter zone names
Domain name is a Web address that contains two or more word groupsseparated by periods
www.virginia.com => domain name
.com => zone
A domain name consists of two to four words
separated by dots.
sbaserver1.sba.muohio.edu
Server within SBA sub-domain
SBA sub-domain
Miami University domain
Top-level domain
Domain: a set of nodes administered as a unit.
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The parts of adomain name are
structured as a
hierarchy.
edu
134
com org
muohio
134.53
sba
134.53.40
cas
134.53.54
sbaserver1
134.53.40.2
sbadata
134.53.40.4
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Top-level domain names.
Domain Signifies Domain Signifies
aero Air-transport industry au Australia
biz Business organization br Brazil com US commercial ca Canada
coop Coooeratives cn China
edu US educational de Germany
info Unrestricted fi Finland
gov US government fr France
mil US military gb Great Britian
museum Museums in India
name Individuals it Italy
net US network jp Japan
org US non-profit ru Russia pro Professionals za South Africa
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An IP address.
134.53.40.2
Server within SBA domain
SBA domain
Miami University domain
Top-level domain
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A domain name and an IP address convey the
same information.
Physical transmission requires IP address
Domain name system converts domain name toequivalent IP address
sbaserver1.sba.muohio.edu 134.53.40.2
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Well-known port assignments
Port Used for:
5 RJE (Remote Job Entry) 20 FTP (File Transfer Protocol) data
21 FTP (File Transfer Protocol) control
23 TELNET (Terminal emulator)
25 SMTP (Simple Mail Transfer Protocol)
79 FINGER (Given e-mail address, identify user)
80 HTTP (Hypertext Transfer Protocol)
110 POP3 (Post Office Protocol, Version 3)
119 NNTP (Network News Transfer Protocol)
Port: endpoint of a logical connection
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TCP/IP address translation
DNS
Domain name to IP ARP
IP to MAC address
Map logical domain
name to physical
device.
MAC address
Final node
Not directly on Internet
Domain Name
System (DNS)
IP address
Address
Resolution
Protocol (ARP)
MAC address
domain name
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Routing Internet Messages: TCP/IP and
Packet SwitchingFigure 3.5, Page 130
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1.2.5. Client/Server Computing
Powerful personal computers (clients) connected in
network with one or more servers
Servers perform common functions for the clients
Storing files
Software applications,
Access to printers, etc.
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Client/Server Network
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Pros and Cons of Client/Server Network The New Client:The Emerging Mobile Platform
Within a few years, primary Internet access will bethrough:
Tablets
Overtaken netbook sales
Smartphones
Disruptive technology:
Processors, operating systems
25% of all cell phones
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Cloud Computing
Firms and individuals obtain computing power andsoftware over Internet
E.g., Google Apps
Fastest growing form of computing
Radically reduces costs of:
Building and operating Web sites
Infrastructure, IT support
Hardware, software
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1.3 Other Internet Protocols and Utility
Programs
Internet protocols HTTP
E-mail: SMTP, POP3, IMAP
FTP, Telnet, SSL
Utility programs
Ping
Tracert
Pathping
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Outline
1. The Internet: Technology Background
2.The Internet Today
3. Internet II: The Future Infrastructure
4. The Web
5. The Internet and the Web: Features and services
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The Internet Today
Internet growth has boomed without disruption because
it is based on:
Client/server computing model Hourglass, layered architecture
Network Technology Substrate
Transport Services and Representation Standards
Middleware Services
Applications
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The Hourglass
Model of the
Internet
Figure 3.11, Page 139
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SOURCE: Adapted from Computer Science and
Telecommunications Board (CSTB), 2000.
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2.1 Internet Network Architecture
Backbone: High-bandwidth fiber-optic cable networks
Private networks owned by a variety of NSPs
Bandwidth: 155 Mbps2.5 Gbps
Built-in redundancy
IXPs: Hubs where backbones intersect with regional andlocal networks, and backbone owners connect with oneanother
CANs: LANs operating within a single organization thatleases Internet access directly from regional or nationalcarrier
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Internet Network ArchitectureFigure 3.12, Page 145
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Internet Basics
The Internet is a network of networks
Network is any-to-any communications
Each station on the network has a unique address (much like a phonenumber) called an IP address
Routers and switches forward traffic between network segments
Protocols are rules that govern the way a network operates:
How data travel in packets
How electrical signals represent data on a network cable
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Network Components
Network Interface Card
A card installed in a slot in the PC to allow communication betweenthe PC and other PCs in the LAN and beyond
To communicate over a telephone line the PC needs a modem, adevice that converts digital signals into analog format for outgoingtransmission and converts incoming messages from analog to digitalformat for computer processing
Hubs and Switches
Hub is a piece of hardware that operates at the OSI physical layerand acts as a connecting point
Switch is a piece of hardware that offers a direct connection to aparticular PC
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Network Components (cont'd)
Routers
A piece of hardware that operates at the OSI Internet layer, linking
the network into little chunks called network segments
Usually intelligent and evaluate the network traffic and can stop
local traffic from entering and causing congestion
Make intelligent path choices
Filter out packets that need not be received
Expensive and difficult to operate
Gateways
A special-purpose computer that allows communication between
dissimilar systems on the network
2.2 Internet Service Providers (ISPs)
Provide lowest level of service to individuals,
small businesses, some institutions Types of service
Narrowband (dial-up)
Broadband
Digital Subscriber Line (DSL)
Cable modem
T1 and T3
Satellite
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2.3 Intranets and Extranets
Intranet
TCP/IP network located within a single organization for
communications and processing
Extranet
Formed when firms permit outsiders to access their
internal TCP/IP networks
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Basic Extranet Layout
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Outline
1. The Internet: Technology Background
2. The Internet Today
3.Internet II: The Future Infrastructure
4. The Web
5. The Internet and the Web: Features and services
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Internet II: The Future Infrastructure
Limitations of current Internet Bandwidth limitations
Quality of service limitations Latency
Best effort QOS
Network architecture limitations
Language development limitations HTML
Wired Internet limitations
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The Last Mile: Mobi le Wireless Internet
Access
Last mile: From Internet backbone to users
computer, cell phone, PDA, etc.
Two different basic types of wireless Internet access:
1. Telephone-based (mobile phones, smartphones)
2. Computer network-based
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Wireless Technology
Data communication without physical attachments
Three types of wireless data transmission technology:
Microwave transmission is used to connect LANs in separate
buildings that must be within the line of sight of each other
Radio technology by radio frequency with no distance limitations
Infrared transmission operates at frequencies approaching the
speed of light
Wireless communication.
Both POTS and
wireless use the
same long distance
infrastructure.
Telephone
Alic e
Mobile switching center
Mo bile switching center
Long distancenetwork
Trunk
Trunk
Radiotower
HubBase station
Telephone
Bob
Radiotower
HubBase station
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Telephone-based Wireless
Internet Access
Competing 3G standards
GSM: Used primarily in Europe
CDMA: Used primarily in the United States
Evolution:
2G cellular networks: relatively slow, circuit-switched
2.5G cellular networks: interim networks
3G cellular networks: next generation, packet-switched
3.5G (3G+)
4G (WiMax, LTE)
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Wireless Internet Access Networks
Wi-Fi High-speed, fixed broadband wireless technologies (WLANs), different
versions for home and business market, limited range WiMax
High-speed, medium range broadband wireless metropolitan areanetwork
Bluetooth Low-speed, short range connection
Ultra-Wideband (UWB) Low power, short-range high bandwidth network
Zigbee Short-range, low-power wireless network technology for remotely
controlling digital devices
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Wi-Fi Networks
Figure 3.16, Page 158
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Outline
1. The Internet: Technology Background
2. The Internet Today
3. Internet II: The Future Infrastructure
4.The Web
5. The Internet and the Web: Features and services
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Development of the Web
19891991: Web invented Tim Berners-Lee at CERN
HTML, HTTP, Web server, Web browser
1993: Mosaic Web browser w/GUI Andreesen and others at NCSA
Runs on Windows, Macintosh, or Unix
1994: Netscape Navigator, first commercial Webbrowser Andreessen, Jim Clark
1995: Microsoft Internet Explorer
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4.1 Hypertext
Text formatted with embedded links
Links connect documents to one another, and to other
objects such as sound, video, or animation files
Uses Hypertext Transfer Protocol (HTTP) and URLs to
locate resources on the Web
Example URL
http://megacorp.com/content/features/082602.html
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4.2 Markup Languages
Generalized Markup Language (GML)1960s
Standard Generalized Markup Language (SGML)earlyGML,1986
Hypertext Markup Language (HTML) Fixed set of predefined markup tags used to format text
Controls look and feel of Web pages
HTML5 the newest version
eXtensible Markup Language (XML) New markup language specification developed by W3C
Designed to describe data and information
Tags used are defined by user
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4.3 Web Servers and Web Clients
Web server software: Enables a computer to deliver Web pages to clients on networks that request this
service by sending an HTTP request
Apache and Microsoft IIS
Basic capabilities: security services, FTP, search engine, data capture
Web server Can refer to Web server software or physical server
Specialized servers: database servers, ad servers, etc.
Web client: Any computing device attached to the Internet that is capable of making HTTP
requests and displaying HTML pages
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4.4 Web Browsers
Primary purpose to display Web pages
Firefox (38%), Googles Chrome (35%) and Internet
Explorer (20%) dominate the market
Other browsers include:
Safari (for Apple) 4%
Opera 3%
Source: http://www.w3schools.com/browsers/browsers_stats.asp, 5 Feb 2012
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Top Worldwide Browsers
Source: http://gs.statcounter.com/#browser-ww-monthly-201108-201208 5-Sep-2012
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Top North America Browsers
Source: http://gs.statcounter.com/#browser-na-monthly-201108-2012085-Sep-2012
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Top European Browsers
Source: http://gs.statcounter.com/#browser-eu-monthly-201108-2012085-Sep-2012
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Top South America Browsers
Source: http://gs.statcounter.com/#browser-sa-monthly-201108-2012085-Sep-2012
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Top TT Browsers
Source: http://gs.statcounter.com/#browser-TT-monthly-201108-201208/ 25-Sep-2012
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Outline
1. The Internet: Technology Background
2. The Internet Today
3. Internet II: The Future Infrastructure
4. The Web
5.The Internet and the Web: Features and
services
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The Internet and Web: Features
Internet and Web features on which the foundations of e-
commerce are built include:
E-mail
Instant messaging
Search engines
Intelligent agents (bots)
Online forums and chat
Streaming media
Cookies
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5.1 E-mail
Most used application of the Internet
Uses series of protocols for transferring messages
with text and attachments (images, sound, videoclips, etc.,) from one Internet user to another
Instant Messaging
Displays words typed on a computer almost
instantly, and recipients can then respond
immediately in the same way
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E-mail and the Intranet
E-mail is what intranets are best known for
3.4 billion email accounts worldwide(Source: 25-Sep-2012
technology market research firm The Radicati Group
E-mail is becoming smarter: It now can direct specific messages to defined
folders and be a place to check voice, text, and fax messages
Intranets inherit Simple Mail Transport Protocol (SMTP) from the TCP/IPsuite to operate e-mail
E-mail is a potential threat for employers
Confidentiality breaches
Legal liability
Lost productivity
Damage to company reputation
Important for a firm to create an e-mail usage policy and make sure the
policy is actually implemented
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Spamming and Appropriate E-mail Use
Spamming is sending unwanted advertisements or literature
through e-mail or the Internet
Companies have been overwhelmed by e-mail traffic, and
spam is out of control
Spot checks are no longer adequate
Trend is more toward systematic monitoring of e-mail traffic
using content-monitoring software
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Spamming and Appropriate E-mail Use (Contd)
Spamming is nearly impossible to eliminate, but solutions
exist:
Blacklist the sender; obtain a spammers address and
block any e-mail from that address
Accept e-mail only from a list of approved addresses
Look for signs of spam
Use anti-spam software
5.2 Instant Messaging
Sometimes the rapid response of e-mail is not fast enough
Instant messaging is one alternative medium
IM is an electronic communication system that involves immediate
correspondence between two or more users who are all onlinesimultaneously
Displays words typed on a computer almost instantly, and recipients
can then respond immediately in the same way
Different proprietary systems offered by AOL, MSN, Yahoo, and
Google
Meebo, Digsby: allow users to communicate across platforms
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5.3 Search Engines
Identify Web pages that match queries based on one or
more techniques
Keyword indexes, page ranking
Also serve as: Shopping tools
Advertising vehicles (search engine marketing)
Tool within e-commerce sites
Outside of e-mail, most commonly used Internet activity
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Top Worldwide Search Engines
Source: http://gs.statcounter.com/#search_engine-ww-monthly-201208-201208-bar5-Sep-2012
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Top TT Search Engines
Source: http://gs.statcounter.com/#search_engine-ww-monthly-201208-201208-bar5-Sep-2012
How Google Works
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Figure 3.22, Page 180
5.4 Intelligent Agents (Bots)
Software programs that gather and/or filter information
on a specific topic and then provide a list of results
Search bot
Shopping bot
Web monitoring bot
News bot
Chatter bot
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5.5 Online Forums and Chat
Online forum:
AKA message board, bulletin board, discussion group,board, or forum
Web application that enables Internet users to
communicate with each other, although not in real time
Members visit online forum to check for new posts
Online chat:
Similar to IM, but for multiple users
Typically, users log into chat room
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5.6 Streaming Media
Enables music, video, and other large files to be sent to
users in chunks so that when received and played, file
comes through uninterrupted
Allows users to begin playing media files before file is
fully downloaded
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5.7 Cookies
Small text files deposited by Web site on users
computer to store information about user, accessed
when user next visits Web site
Can help personalize Web site experience
Can pose privacy threat
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5.8 Web 2.0 Features and Services
Blogs
Personal Web page that typically contains a series of
chronological entries by its author, and links to relatedWeb pages
Really Simple Syndication (RSS)
Program that allows users to have digital content
automatically sent to their computers over the Internet
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W b 2 0 F d S i
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Web 2.0 Features and Services
Podcasting
Audio presentation stored as an audio file and availablefor download from Web
Wikis
Allows user to easily add and edit content on Web page
New music and video services
Videocasts
Digital video on demand
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Web 2.0 Features and Services
Internet telephony (VOIP)
Uses Voice Over Internet Protocol (VOIP) and
Internets packet-switched network to transmit voice
and other forms of audio communication over theInternet
Internet television (IPTV)
Telepresence and video conferencing
Online software and Web services
Web apps, widgets, and gadgets Digital software libraries, distributed storage
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Mobile Apps
Use of mobile apps has exploded in 2011
48% of U.S. consumers use mobile devices to
research products and services
30% have made purchase using mobile devices
Platforms: iPhone/iPad, Android, Blackberry
App marketplaces: Android Market, Apples App Store,
RIMs App World
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Questions?
?
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